Technology
High-AU Media Drives 26x Higher Conversion Rate and 12x Lower Cost per Conversion
Goal
- Demonstrate the impact of high-quality media on conversion metrics, including engagement and account sign-up rates
Approach
- Activate Adelaide tag-based analytics to measure Display and OLV media quality
- Prove correlation between AU and conversion metric
- Optimize mid-flight towards higher-quality placements to assess impact on li" as measured by number of active users and prospects
Bottom-Line Results
26x Higher Active User Rate with 12x Lower Costs
Conversion data shows a significant increase in active user rate from the lowest-AU group to the highest while creating cost efficiencies.
Optimization Impact
AU Optimizations Delivered Increased Conversions Among Users and Prospects
Shifting 50% of Display spend from low-AU to higher-AU media results in a 13% increase in active users.
OLV optimizations result in a 12% increase in active prospects. High-AU OLV media also drives 79% more active prospects vs. low-AU media.